Walmart found that purchases made directly inside ChatGPT converted at only one-third the rate of traditional website checkouts, leading it to abandon OpenAI's Instant Checkout in favor of routing users through its own platform. Search Engine Land reports: Starting in November, Walmart offered about 200,000 products through OpenAI's Instant Checkout. Users could complete purchases inside ChatGPT without visiting Walmart's site. Daniel Danker, Walmart's EVP of product and design, said those in-chat purchases converted at one-third the rate of click-out transactions. He called the experience "unsatisfying" and confirmed Walmart is moving away from it.

Instant Checkout was designed to let users complete purchases directly inside ChatGPT without visiting a retailer's website. However, earlier this month, OpenAI confirmed it was phasing out Instant Checkout in favor of app-based checkout handled by merchants. Walmart will embed its own chatbot, Sparky, inside ChatGPT. Users will log into Walmart, sync carts across platforms, and complete purchases within Walmart's system. A similar integration is coming to Google Gemini next month. In other Walmart-related news, the retailer announced plans to roll out "digital price tags" to all U.S. stores by the end of the year.

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